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Does It Pay Off? Brand Knowledge Dissemination and Its Effects on Corporate Brand Pride, Brand- and Service Behaviour of Frontline Personnel

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Listed:
  • Fabian Abed
  • Sarah Walter
  • Marion Büttgen

Abstract

This study aims to explore the effects of brand knowledge dissemination and its influence on corporate brand pride as well as subsequent brand- and service behaviour of service personnel. To achieve this aim, a survey was carried out on a sample of 325 frontline employees with direct customer contact in Germany. The results show that brand knowledge dissemination, as a central aspect of internal brand management (IBM), positively affects corporate brand pride of employees, which in turn influence brand- and service supporting behaviour (e. g. dissemination of service complaints). In addition, moderation analysis revealed that perceived management support for corporate social responsibility (CSR) positively influence the relationship of corporate brand pride and specific brand- and service behaviour. The findings of this study highlight how corporate brand pride of employees can be fostered and how employees can become service champion.

Suggested Citation

  • Fabian Abed & Sarah Walter & Marion Büttgen, 2023. "Does It Pay Off? Brand Knowledge Dissemination and Its Effects on Corporate Brand Pride, Brand- and Service Behaviour of Frontline Personnel," International Business Research, Canadian Center of Science and Education, vol. 16(1), pages 1-13, January.
    • Handle: RePEc:ibn:ibrjnl:v:16:y:2023:i:1:p:13
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    References listed on IDEAS

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    1. Frederick Yim & Henry Fock, 2013. "Social Responsibility Climate as a Double-Edged Sword: How Employee-Perceived Social Responsibility Climate Shapes the Meaning of Their Voluntary Work?," Journal of Business Ethics, Springer, vol. 114(4), pages 665-674, June.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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